There's more to Prada than just ground-breaking clothes and beautiful handbags; its creative director, Miuccia, has a Ph.D. in political science and with her husband she co-founded the Prada Foundation, a not-for-profit organisation devoted to contemporary art.

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And so the thinking woman's label is now launching a writing contest, inspired by using prescription glasses as a metaphor. The emphasis of the challenge is: "to explore and enhance the individual interpretation of reality" as the brand searches for writers "who can see the world with a unique, rare gaze."

The brief poses the question: "What are the realities that our eyes give back to us? And how are these realities filtered through lenses?"

Budding writers are invited to upload their material - in their native language -
via the Prada website
from today through to June 18. Copy length is required to be anywhere between 4,000 to 8,000 words. Italian publishing giant Giangiacomo Feltrinelli Editore will then sift through submissions and translate them as required.

Winners will be revealed in September, (various categories are yet to be decided) with €5,000 up for grabs..